Cool Site of the Dayhttp://www.coolsiteoftheday.com
The Best of The Web Since 1994!Thu, 24 May 2018 16:44:16 +0000en-UShourly1https://wordpress.org/?v=4.9.67 Creative Ways to Experiment With New Types of Contenthttp://www.coolsiteoftheday.com/7-creative-ways-experiment-new-types-content/
http://www.coolsiteoftheday.com/7-creative-ways-experiment-new-types-content/#comments_replyThu, 24 May 2018 16:44:16 +0000http://www.coolsiteoftheday.com/?p=9196It’s no longer enough to follow a conventional path in content marketing. There are too many competitors striving for visibility in an already-crowded field, and too many consumers starting to demand more from their most valued brands. If you want…

]]>It’s no longer enough to follow a conventional path in content marketing. There are too many competitors striving for visibility in an already-crowded field, and too many consumers starting to demand more from their most valued brands.

If you want to stand out and start seeing better results, you need to tap your creativity, and start getting experimental. But what are the best ways to experiment in content marketing?

Why It Pays to Be Creative

Let’s establish context for why creativity and experimentation are important in content marketing:

Differentiation. First, experimenting and taking risks is going to set you apart from the competition. Instantly, you’ll have a higher chance of achieving visibility, and you’ll capture a segment of the market your competitors can’t touch.

Discovery. Experimentation is the best way to make new discoveries. Only by tinkering around with new mediums and new approaches will you discover new effective tactics, or improve your results over time.

Stimulation. Creating new types of content is also mentally stimulating. Regularly introducing new material into your campaign can stave off burnout, and help you think more creatively in your mainstream areas.

Ideas to Get Started

These are just a handful of ideas on how to get started experimenting with new content:

Launch your own streaming channel. First, you could launch a new streaming channel. Your go-to thought here is probably YouTube, since it boasts more than a billion active users, but there are plenty of alternatives worth your consideration. For example, Pluto.TV is a relatively new way for brands and individuals to stream content to the masses; you can use it to differentiate yourself from the competition and reach a massive, yet-untapped audience. Consider interviews, demos, or any content that provides value to your audience.

Start a podcast. Next, consider starting a podcast. You don’t need to invest in much equipment to get started, and once you have a few episodes produced, you can distribute them on iTunes, Spotify, and countless other distribution channels. Podcasts don’t cost much to produce, and are currently seeing a surge in popularity, so it might be the perfect time to strike with an instructional, informative, or entertainment series.

Doodle. You know how powerful visual content is, but you might not have the photography or graphic design skills necessary to produce your own work—or you might have already tapped that talent as part of your mainstream content efforts. But there’s a low-cost and more unique way to incorporate visuals into your work: doodles. Try your hand at illustrating your concepts, even if you don’t have much experience. You might be surprised at the charm of your finished products.

Create quizzes.Interactive content is powerful because it demands the attention and engagement of the person viewing it. One of the easiest ways to harness that power is with custom quizzes; you can guide users through a buying decision, or create a fun quiz purely for amusement. And thanks to the number of quiz-generating apps and widgets available, like Typeform or Fyrebox, it’s easier than ever.

Answer questions on Quora.Quora doesn’t make it to most marketers’ short lists of social media platforms worth noting, but it has tremendous potential. Every day, Quora users post hundreds of thousands of new questions in practically every imaginable category. Taking the time to answer questions within your niche could prove to be a powerful outlet for generating an audience.

Create a Tumblr. When it comes to experimenting, few platforms offer you the flexibility of Tumblr. Once you create an account, you can use it for practically anything, including creating photos or video, publishing blogs, or experimenting with other forms of content. The sky’s the limit here, and there are millions of users to share your space with, so get started, and see where your creativity takes you.

Collaborate. Finally, consider collaborating with other content creators—even your competitors. Other voices may be the perfect dose of perspective or inspiration you need to overcome a creative hurdle, or they may present you with an idea that takes you in a fundamentally new direction.

Challenge yourself to think of more ways you can defy the norm and experiment with content. Anything you haven’t tried before is worth considering, so long as it’s grounded in providing value to your customers, with an emphasis on quality. The more boundaries you push, the more you’ll learn.

]]>http://www.coolsiteoftheday.com/7-creative-ways-experiment-new-types-content/feed/0Present Your Content In Multiple Ways To Engage Visitors (Without Creating Duplicate Content)http://www.coolsiteoftheday.com/present-content-multiple-ways-engage-visitors-without-creating-duplicate-content/
http://www.coolsiteoftheday.com/present-content-multiple-ways-engage-visitors-without-creating-duplicate-content/#comments_replySun, 13 May 2018 00:28:31 +0000http://www.coolsiteoftheday.com/?p=9190When you want visitors to explore the content on your website, you’ve got to organize that content so it appeals to different mindsets. This often means putting the same information on multiple pages, or presenting it in different ways. Here’s…

]]>When you want visitors to explore the content on your website, you’ve got to organize that content so it appeals to different mindsets. This often means putting the same information on multiple pages, or presenting it in different ways.

Here’s a common example you’re probably familiar with. If you’re a local business, you don’t want to hide your phone number behind a “contact” link. Your phone number should be on your contact page, but it should also be in your header on all pages to enable visitors (who might be in a hurry) to call immediately. This satisfies two mindsets – those in a hurry, and those willing to click a link.

Here are several more examples of how to present the same content in multiple ways to appeal to the varying mindsets of your visitors.

1. If you have multiple locations, list the full addresses in your sidebar

It’s important to create individual landing pages for each of your locations to boost your rank in the search engines. Google loves unique content, and will love the extra pages. However, consider that your visitors won’t always land on a location-specific page. Sometimes they’ll end up on your home page.

To prevent visitors from having to click through a maze of links, it’s important to make location information visible in multiple areas, like in your sidebar, header, and footer.

Putting all locations in a static sidebar makes it easy for visitors to find the closest location without having to hunt around for a specific location page. For instance, medical offices and law firms often have multiple locations spanning several cities. This law firm lists four locations spanning two states in their sidebar. This sidebar remains in place while the visitor navigates through the majority of their pages.

On the contrary, many websites force visitors to click on their city or zip code before delivering them to a page containing location information. This is okay when you’ve got more than a few locations, but when you’ve only got a few, it’s better to list them all together.

2. Use different menu labels to speak directly to visitors

Your visitors will come to your website with differing life experiences which will cause them to interpret menu labels differently. Although they all might be interested in arriving at the same destination, you need to be clever enough to get each of them there.

You can accomplish this by sticking to standard menu orientations, and linking to the same page using different labels. For example, if you’ve got a page dedicated to your fundraising events for charity that sometimes involves an auction, you don’t need to choose between using the menu label “philanthropy” and “auctions.” You can – and should – use both.

The reason you should use both is because some visitors love checking out auctions, but don’t have a strong relationship to the concept of philanthropy. Others might be thrilled with philanthropy, but not interested in auctions.

3. Think about your subject from all angles

To figure out how to label your content to appeal to different mindsets, you’ve got to consider your subject from all angles.

For example, say you have a website designed to educate people about the harmful effects of plastic. Think about all the ways people are concerned about the chemicals from plastic, and address those angles with your anchor text.

For instance, say you publish a research article that talks about how the chemicals in plastic are linked to cancer. Don’t assume a general link titled “the relationship between plastic and cancer” is going to capture everyone’s attention. This is where you need to get clever and come up with multiple ways to speak to different facets of people.

Some people are focused on the chemicals that leech into the groundwater that people drink. Others are focused on the immediate effects of eating and drinking directly out of plastic containers. Either way, the same chemicals are getting into our bodies through different means. Your research article is the content that both groups of visitors want. You just need to use terminology that speaks to both.

No duplicate content needed

By using clever ways to present your content and word your navigation labels, you don’t need to create duplicate content. The beauty of hyperlinks is that you can name them whatever you want, entice people from varying mindsets to click, and send them all to the same destination.

]]>http://www.coolsiteoftheday.com/present-content-multiple-ways-engage-visitors-without-creating-duplicate-content/feed/0Storytelling Is A Winning Content Strategy That Hooks Your Visitorshttp://www.coolsiteoftheday.com/storytelling-winning-content-strategy-hooks-visitors/
http://www.coolsiteoftheday.com/storytelling-winning-content-strategy-hooks-visitors/#comments_replyThu, 03 May 2018 02:23:58 +0000http://www.coolsiteoftheday.com/?p=9186The fabric of the world is made of stories. Stories are how we interact with and relate to others in the world. The same is true online; each time we visit a website, we’re reading a narrative of some kind.…

]]>The fabric of the world is made of stories. Stories are how we interact with and relate to others in the world. The same is true online; each time we visit a website, we’re reading a narrative of some kind. Usually those narratives are sales-oriented, but many are personal stories written by people who have something to share. In that case, they’re selling an idea rather than a product.

Persuasive storytelling is popular because it sells

Raw data is interesting, but stories have the power to impact people’s emotions and move them into action. Every good internet marketer taps into emotion through storytelling to sell their product, viewpoint, or argument.

Commenting on how stories affect the mind, Sparring Mind says, “The reason that stories work so well on us is that we are susceptible to getting “swept up” in both their message and in the manner of their telling.” Stories, they say, transport people to another world where they’re more likely to embrace things they’d scoff at in the “real world.”

People want to hear stories about beating the odds

People love stories about triumph over tragedy; stories about people who reached the depths of despair and miraculously fought their way out. They want to hear about survivors and people born with limitations they fiercely overcame.

One such story often told in the medical cannabis industry, is the story of Charlotte Figi. Charlotte defied all odds against an incurable disease and changed the nation’s views on the medicinal use of CBD oil. Experiencing over 300 epileptic episodes each week at two years old, Charlotte couldn’t move, talk, or eat.

Her parents tried everything from acupuncture to strong drugs, which almost killed Charlotte. Her family didn’t like the idea of giving their 6-year-old CBD, but it was their last hope. However, several doctors rejected the family’s request to give her cannabis, creating a huge triumph when they finally found supporters. “This little girl, who was once catatonic with over 300 seizures a [week],” says Healthy Hemp Oil, “now had a large source of CBD oils to help her live again. Her seizures went down to one episode per week, sometimes even to one a month.”

A good story is at the heart of every winning content strategy

Rather than presenting raw data to your visitors, crafting a narrative is ultimately more effective. However, any story you craft needs to be engaging. Suspense and detailed imagery are just two elements that make a story engaging. This can be done through any medium.

Video. Telling a story through video is a great way to make your story more engaging. Video satisfies the need for visual stimulation. You don’t even need to be an actor to produce video. Actually, it’s better when you’re not.

People consume a vast amount of video compared to other types of media. WordStream reports that 87% of online marketers create video content, and more than 500 million hours of videos are watched on YouTube every day.

Audio. Radio hosts and internet podcasts are adept at telling stories through a pure audio format. Although people love videos, there’s an equally large market for audio.

Plain copy. Telling a story through copy may seem less engaging than video, but research shows when people are interested in your content, they’ll read your copy. Neil Patel once tweeted, “Interested people will read your entire article. Even if your blog post is too damn long.”

The reason other studies conclude short copy performs better is because most people don’t know how to capture and hold the reader’s attention.

Today, most people write their own sales copy to save money. Those who are willing to spend the money on a professional copywriter will end up with copy that keeps a reader’s attention.

Don’t get stuck trying to please everyone

Don’t allow yourself to become driven by the compulsion to make all of your visitors consume all of your content. Some visitors will read bits and pieces, and others will read everything. Your job is to satisfy the people who are readers. When you know your audience, that’s easy. Use storytelling to address their deepest needs, and your visitors will keep coming back for more.

]]>http://www.coolsiteoftheday.com/storytelling-winning-content-strategy-hooks-visitors/feed/0How to Use Comparison Articles to Boost Your SEOhttp://www.coolsiteoftheday.com/use-comparison-articles-boost-seo/
http://www.coolsiteoftheday.com/use-comparison-articles-boost-seo/#comments_replySun, 29 Apr 2018 11:04:16 +0000http://www.coolsiteoftheday.com/?p=9183If you aren’t yet using comparison articles on your site to improve your search engine optimization (SEO), and earn more conversions while you’re at it, now’s the perfect time to get started. If you aren’t familiar with comparison articles, the…

]]>If you aren’t yet using comparison articles on your site to improve your search engine optimization (SEO), and earn more conversions while you’re at it, now’s the perfect time to get started.

If you aren’t familiar with comparison articles, the basic premise is this: introduce two or more similar, competing products, and compare them in a detailed analysis, eventually settling on one that’s superior or concluding that each has strengths and weaknesses that balance each other out.

So why are comparison articles so valuable, and how can you make the most of them?

The Benefits

Let’s take a look at some of the unique advantages this type of content has to offer:

Product-specific keywords. You’ll get the chance to optimize your article for product-specific keywords, including branded keywords. This will help you capitalize on your best-known products, or may present you with a viable opportunity to leech traffic from your competitors.

Audience targeting. Comparison articles, by nature, target consumers who are researching products in advance of a purchasing decision. This makes it a perfect opportunity to attract consumers in the later stages of your sales funnel.

Conversion opportunities. Because most comparison articles will have a conclusion that favors one product or solution over the others, it presents a natural and perfect chance to include a call-to-action, increasing your total conversions.

Unlimited development potential. If there are many competing products in a given niche, you can match them up however you’d like for virtually unlimited combinations—and virtually unlimited content options. Obviously, you’ll want to diversify your content offerings beyond just comparison articles, but it’s a good content archetype to have on standby if you’re low on ideas.

Key Strategies for Success

So what strategies can you use to maximize the value of each article?

Review from a consumer’s perspective. Keep your audience in mind when writing. If you’re reviewing technically complex products, you may be tempted to write from an engineer or designer’s perspective, but ultimately, you’ll need to write from the consumer’s perspective. This will make it more appealing, more effective, and ultimately more persuasive if conversions are one of your most important goals.

Understand what your customers are searching for. Do all your keyword research in advance, and learn what product-specific terms your customers are searching for. This is especially important for products with different names. You may also find that your consumers are inclined to use specific phrases, such as “what’s the difference between _____” or “which is better, ______.”

Remain unbiased. If you’re comparing one of your own products to a product belonging to one of your competitors, you’ll be tempted to give the edge to your own product. However, it’s much more effective to remain unbiased during your descriptions. If you lean too heavily to favor one side throughout the article, your readers may disregard your opinion and move on to a more informative piece.

Link similar articles. You can improve the trustworthiness and authoritativeness of your article by linking out to similar articles, which fortify your positions. Choose neutral, reliable sources for the best results here.

Provide lots of detail. As with all your content, you’ll want to remain concise, but be sure to include lots of details. Break each product down in each of several different categories, and dig up numbers and objective metrics whenever possible.

Use images and video. Visual content has a much more powerful effect on your readers than written content. If you can include visuals, whether it’s a video of the products in action, or photos that highlight the differences between them, your piece is going to see better results. Visuals are especially helpful when you’re promoting and syndicating your work on social media; visual elements are better at catching the eye.

Look for inspiration. Finally, spend some time reading comparison articles both in and out of your industry. You might be surprised to learn some of the most effective tactics used by content marketers, and you’ll definitely walk away with more experience you can use to make your own work better.

When used appropriately, comparison articles can be a powerful addition to your content lineup. Make sure you research all your topics ahead of time and monitor their performance once they’re live; only by learning from your past efforts and improving will you be able to see better results over time.

]]>http://www.coolsiteoftheday.com/use-comparison-articles-boost-seo/feed/0How to Handle a Company Pivot in SEO and Content Marketinghttp://www.coolsiteoftheday.com/handle-company-pivot-seo-content-marketing/
http://www.coolsiteoftheday.com/handle-company-pivot-seo-content-marketing/#comments_replyThu, 19 Apr 2018 17:14:47 +0000http://www.coolsiteoftheday.com/?p=9176The business model you start with isn’t always the business model you end up with—and for good reason. Market conditions, a new competitor, or unanticipated challenges might force a founder to pivot, offering new products and services or completely changing…

]]>The business model you start with isn’t always the business model you end up with—and for good reason. Market conditions, a new competitor, or unanticipated challenges might force a founder to pivot, offering new products and services or completely changing the brand.

These are changes that can keep a business alive through tough challenges, but they’re inherently problematic for search engine optimization (SEO) and content marketing. Both strategies rely heavily on a brand’s identity, and target keywords specific to the brand and product.

So what happens when those company fundamentals change?

Where to Start

You have a few options to start the process of recovery. The first is a total tear-down, and is ideal if you plan on gutting the company. If you’re going to have a new brand name, a new product, and a new team, you’ll essentially be a new company. If that’s the case, there’s no use trying to preserve your old site, other than maybe to redirect users to a new site.

But let’s say you’re keeping at least some things intact; you might keep the company name, logo, and existing branding, but change what types of products you offer, or the target market you’re catering to. If that’s the case, you might feel the need to rebuild from the ground up as well, but there are significant assets you can preserve and carry into your new SEO campaign.

Preserving What You Have

Using these strategies can help you make the most of your existing SEO and content assets:

Make your pivot clear to legacy users. Your first job is to make sure all your incoming visitors understand that you’ve made a transition. If someone visits your website from a bookmark, an old link, or even a search and expects to see the company you used to be, you’ll see a huge bounce rate—and a lot of confusion in your most loyal customers. Include some information on the homepage that explains the transition, and keep it up for a period of several months—just in case you have some delayed visitors.

Rely on your existing brand authority. Your website’s domain authority is going to remain intact, even if some of the core content of your site changes. For example, if your site starts at a DA of 60 and you make some significant changes, you might drop to 45 or 50. That’s certainly much better than starting a new domain from scratch, with a DA of 10 or less. Keep your domain the same, and focus on continuing the power of your brand name.

Restructure your onsite pages. Take a look at your top-level navigation, and see if there are any pages you can keep. Foundational pages like About and Contact Us can usually stay, but pages related to your previous industry are going to need to be retitled or deleted altogether. This is your chance to build a new navigation, with a stronger collection of pages related to your core products and services.

Set up 301 redirects. You’ll likely go on a deleting spree as you find more and more pages that are no longer relevant, so don’t forget to set up 301 redirects. These will help you preserve the authority and referral traffic from links you’ve built in the past, and can ease confusion on legacy users who may not be aware of your transition.

Edit your old content worth saving. Don’t automatically delete every piece of content that was relevant to the old version of your brand. Instead, consider whether you can edit it to make it relevant to your new brand. In many cases, a handful of new sections, sentence-level deletions, and topic tweaks is enough to salvage an otherwise exemplary post.

Keep and use your existing guest author accounts. If you have guest accounts for your core brand or personal brands in place, keep them. They’ll be the perfect launch pad to build a new backlinking strategy.

SEO and content marketing require a long period of investment to start showing results, but once you build that equity, you can maintain it quite flexibly—even if you’re transitioning your brand to an entirely different industry. Do some spring cleaning to get rid of content and links that are no longer relevant, but don’t throw everything away; you might be surprised to learn how much you can salvage.